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A Discussion about Word of Mouth Marketing

Neil Beam, speaking at the 2014 Content Marketing Retreat, Langley, WA
"A Discussion about Word of Mouth Marketing"
This presentation will unlock the mysteries of how to measure the effectiveness of Word of Mouth Marketing, in the context of content and content marketing.

6.
201
Measure:
ASer
a
Program
« Number
of
conversa3ons
about
the
campaign
or
topic
of
interest
« Number
of
people
that
share
your
content
« Number
of
comments
on
you
content
« Number
of
ac3ons
taken
on
branded
proper3es
as
a
result
of
your
WOM
ac3ons
(click-­‐through
rates,
3me
on
site)
« Purchases
aTributed
to
your
WOM
eﬀorts
« Referrals
aTributed
to
your
WOM
eﬀorts
« Matched
market
studies
(expensive)
« Survey
for
before
and
aSer
changes
in
ac3vity
and
aXtudes
aTributed
to
your
WOM
eﬀorts
(consider
surveying
in
person
or
phone
as
opposed
to
electronic)